In the Curious Kitchen

Rooted in Southern tradition, craftsmanship, and a deep sense of belonging, In The Curious Kitchen had built a loyal online following thanks to their small-batch cheeses, incredible jams, and their absolutely irresistible Boozy Cherries. But as they continued to grow and began eyeing national retail, their visual identity wasn’t quite capturing the character, quality, or story behind the products.

They approached us for a brand refresh and packaging overhaul that would help them stand out on shelf and online, while still feeling unmistakably like In The Curious Kitchen. The challenge was to create a more sophisticated, cohesive brand without losing the warmth, personality, and heritage that made the brand special in the first place.

We started with an extensive brand audit, looking closely at how Southern heritage category leaders like Blackberry Farm and Callie’s Hot Little Biscuit show up across packaging, digital, retail, and beyond. We paired that research with a brand archetypes workshop to define the unique character of In The Curious Kitchen and sharpen its messaging and tone of voice.

From there, we translated that strategy into a fully refreshed brand: a package-optimized logo, a color palette inspired by the founder’s heritage, and a visual language built around rich details and storytelling. Custom gouache illustrations brought an artisanal, hand-crafted feel to the packaging. A card overwrap gave the cheeses a distinctive shelf presence and sophisticated new labels elevated the jams and jarred goods.

To help the brand carry that experience beyond the package, we also developed a suite of print marketing materials and flexible social media templates, giving In The Curious Kitchen a cohesive visual system built to tell its story wherever customers encounter it.